On International Women’s Day, the Clinton Foundation kicked off its “Not There” campaign by removing images of women from the media landscape in New York City.
Billboards, magazine covers, and phone kiosks replaced photos of featured women with the words “not-there.org,” prompting the public to visit and become aware that women are “not there” yet when it comes to gender equality.
On the site, visitors hear the voices of Amy Poehler, Cameron Diaz, and other famous actresses who came together for the video to inspire action.
The initiative, created with agency Droga5, coincides with the release of the “No Ceilings Full Participation Report,” a review on the status of girls and women since 1995, when Hillary Clinton gave a speech about women’s’ rights at a United Nations conference in Beijing.
Clinton Foundation vice chair Chelsea Clinton said: “We are taking a collective stand that full participation for women and girls anywhere and everywhere remains the unfinished business of the 21st century.”
Condé Nast removed the cover images from Vogue, Glamour, SELF, Allure, Teen Vogue, W, and Brides as part of the campaign. Beats by Dre removed images of women from its advertisements on the Clear Channel Outdoor’s Times Square billboard, the largest digital ad display in North America.
Anna Wintour, artistic director of Condé Nast and editor-in-chief of Vogue, said that sometimes the media gives the false impression, through visuals, that women are treated equally in the global conversation.
“It is important for us to correct that impression, even symbolically on March 8, to move the conversation forward and create real change," she said.
Unilever brands Dove and TRESemmé as well as Under Armour and H&M also participated in the initiative.
Casey Rand, creative director at Droga5, said: "The No Ceilings: Full Participation Project report is an incredible, exhaustive set of data that contains nearly one million points. It’s so important for people to read these facts, but we knew that leading with statistics wouldn’t cut through in the non-profit space."
"Instead, we wanted to do something that symbolized the conclusion of the data, and we wanted to do it in a way that made people confront the issue: we’re not there yet on gender equality. From there, it became obvious that the best metaphor was to literally have women not be there on International Women’s Day," she said.
The campaign and “No Ceilings” data will be featured on Snapchat’s new “Discover” platform, and iHeartMedia radio stations across the US will launch an on-air version of the campaign that will play song clips from famous female artists without their vocal tracks.